Designed by local artist Julia Bickerstaff, the star has been designed to shine brighter each time the #WhereNext hashtag is shared on social media, alongside an individual’s wish for their town or city. It will remain in situ until today (5 April).
The activity signals the launch of TransPennine Express’ broader integrated campaign, which is being produced by Engine agencies Slice, Mischief and WCRS, alongside Partners Andrews Aldridge. Apart from experiential it spans print, digital and out of home advertising, consumer PR, social media strategy, website, CRM and TV.
All elements of the campaign include a reference to the star, which features in the brand’s logo, and employ the ‘Where Next?’ phrase.
The brand is also launching The Where Next? Project in May, which aims to nurture individuals who reside along the TransPennine Express route – which stretches from the north of England up to Scotland – and specialise in the areas of art, food and music.
Victoria Tomlinson, head of marketing, First Rail Bid Team at First Group, said: "Our new campaign is designed for a brand that's going places but we're not just on a journey to transform a train service. We're on a journey to connect the people and places that we serve too, helping more ideas happen and more businesses grow.
"As well as delivering £500 million of investment over the next few years to transform the service, we'll be working with brilliant people from across our network, championing up and coming talent and showcasing exciting things to do and see."
Simon Peck, group managing director, Engine UK, added: "This is a seamlessly integrated, exciting campaign for an exciting new brand. TransPennine Express serves a part of the world that's not exactly famous for standing still and Engine's creative strategy and dynamic creative work reflects that perfectly."
Engine agency Slice executed Santander's Christmas activity via an in-store stunt last year.